On Display: Identity

After deciding that I want to create an exhibition on the celebration of Brutalist Architecture in New York, it was time to design an identity for the exhibition.

The name a gave to the exhibition was the concrete jungle which is a nickname for New York City and with that it helped me to start designing my identity.

I wanted to create an identity that presents New York City and bring across the concrete jungle idea. Also the mark needs to look brutal to present the image of Brutalist Architecture.

Then I started to narrow the designs down to the most preferred ideas which were (2), (3), (4) and design (8) which all answer my needs of how I wanted the identity of the exhibition to look. Later I started to digitalise these ideas to see which works better than the rest when it is place in different context.


These are my strongest designs for my logo for the exhibition. These ideas came to me by looking at architecture sketches and also looking at photos of New York City. The top right design is created from inspiration of looking down on to Manhattan Island and it’s sky scrapers. Then the middle design is inspired by looking up at the buildings. Both designs show the concrete jungle idea and also show brutalist architecture with its sharp and bold stance on the page.  While studying closer into the ideas I discovered the typeface Agency which has a construction/building feel to it that works well with this exhibition (example of typeface bottom design). This gave me a new idea to include this typeface within my identity alongside the logo and use it on ephemeras.


Here are two examples of the logo identity alongside the Agency typeface. Out of both designs my preferred logo is the top design because both work well together the shapes and the name on it’s side. Also the shapes would create an interesting look on ephemeras and can be used in many ways. I have also considered colours for my identity which are black, white and also a dark turquoise /green to represent a jungle. The reason for these colours is that white and black are modern shades which would work to create a modern/future style like these brutalist buildings and also the black creates a boldness to the shapes. The green on the other hand represents a jungle and could work well in the logo an name to connect them together.

Example of green working alongside the logo and typeface.


By doing the 100 idea challenge it has helped me to get to this idea in a similar way. From 30 sketches down to 4 helped me to see the possibilities of a design and helps you to push the designs to make it more unique.


Brutalist Architecture New York City

While researching into brutalist architecture I discovered that New York City had a nickname which is The Concrete Jungle. This instantly gave me a brain wave and started focusing on brutalist architecture in New York City.

While many New York skyscrapers are formed using iron and steel, We discover that many of Manhattan’s lower buildings are formed from concrete and have been designed with Brutalist in mind. The Solomon R. Guggenheim museum on fifth avenue is one example of brutalist architecture in New York and the building itself looks modern, pretty and timeless.

Seen here newly built in 1959 and then photo of it in 2010 shows how up to date this building looks compare to other building which are built today.


One of New York’s most attractive Brutalist Architecture Long Lines Building is a very unique structure which was built in 1974 and it is windowless. With it’s granite facades and protruding air ducts near the top are very elegant and make it look mysterious like a modern Mayan temple or some kind of building in Star Wars.

Image result for john portman's time square hotel 2017

Another unique Brutalist structure in New York is John Portman’s Time Square Hotel. It was designed to look like a fortress but it was used a tourist hotel with a very large and spectacular atrium with curved glass elevators and with seemingly random setbacks on Broadway. Construction began in 1972 but it was not completed until 1985. The scale of the project was instrumental in stemming the horrific decline of the area because of crime and rampant pornography. A true product of its time, it was not graceful, but it sure delivered a knockout blow to the area’s downward rush toward total tawdriness. It also wowed those who ventured inside.

With the understanding of brutalist architecture in New York it will give me a good setting for my exhibition and also it has given me a selection of possible names for the exhibition like Concrete Jungle. By doing this research it has also given me some insight for ideas in how my exhibition will look and how I can start developing my project.






We have been set a 5 week brief which is to design an exhibition on one out of five themes Beyond Boarders, Brutalist Architecture, Defuturing, Etymology and Psychogeography. When deciding which theme we are asked to create an identity for the exhibition such as visual identity, Ephemera, signage, different contexts and an animated context.

First I needed to decide which theme to go for after some research and consideration I narrowed the themes down to two possibilities, Brutalist Architecture and Defuturing.

Brutalist Architecture

Image result for Trellick Tower London

Brutalism Architecture was during the 1950s-1960s and the term Brutalism is the term coined to describe the raw architecture usually made out of concrete. These concrete masterpieces they don’t fit into the streets and city centres where they appear brutal rather than accommodating. These Brutal structures were solid spaces to create a solid and strong world that emerged from the gloom of the second world war. The buildings represent what was great about building a society, universities, hospitals, local governments as opposed to the steel and glass of contemporary retail and office complexes.


Image result for Rubbish beach

Defuturism is the effects we cause now that reduces the future of our future generations. Manufacturing and design has polluted our environment by using unsustainable resources to create products and packaging which end up in landfills and oceans. With this exhibition it will explore the effects but also new materials that would help stable our future and how to create a more sustainable manufacturing and design process.

Both subjects are very different but also interesting, Defuturing would also help me as a graphic designer to learn more about sustainable practises and how the future of design and manufacturing is heading. The Brutalist Architecture doesn’t connect as much to Graphic design than Defuturing but it is a very interesting subject and it shows how architects back in 1950s and 60s were designing unique and modern structures. Also with Brutalist architecture there’s such a wide scope of ideas to use for creating an identity and unique ways of designing an exhibition space. More research on both subjects will give some light on which theme I would like to choose for this On Display brief.


EVOKE Re-branding task

We were set a task in a group of 4 to re design a brand for a certain company. Our group had the task of rebranding a modernist furniture specialist company called Evoke. We were given some information about the company like they focused on modern designs such as stark designs (Philipp Star- French Product and interior designer) and also they sold Graphics. With all the knowledge in our group we started to design logo ideas individually.

Then after we got with some designs down on paper we decided to try and digitalise some ideas to see how they worked.


This my work, I experimented with three typefaces which were Gill Sans, Verdana and Futura but with some of these designs I have disfigured or changed the way it look to make look more playful. After looking at these ideas and my fellow workers we decided to take an idea from my designs and another from another set of designs and try to contribute the play of my designs into the logo.

We choose the playfulness of the bottom right logo and tried to combine it with the ideas from these: Untitled-3

In the end the bottom logo (In Untitled 3) we went with because it was a modern look and there were more possibilities with the logo. From more discussion we decided too change the logo that the “V” and the “K” were similar to match the two “E” which were also similar to each other. Then to add more play and make it friendlier to add on posters and products we decided to reflect the “KE” and by doing this the finished product looked like this:


After deciding on the logo for the brand we had to place the logo into different contexts:


Here I have shown the different context that this re brand could be used and be place on. We have an example of a  removal van and workers jerseys. Then in some furniture shops you will get furniture magazines and this why we placed the logo into a furniture picture context. Then because it also sells graphics we placed the logo into a poster context to show why we decide to put the KE at the bottom and reflect it so it create more of friendlier size which fits nice and tightly into corner spaces.

We added the logo on to a moving billboard you usually see against bus stops and also added the logo on to an expedition spaces and outside the shop to advertise the company. We also decided that the logo should be able to change colour because the company is modern and sell graphics they needed to be vibrant and show that they are new and modern.

We had a good feedback, we had one who said there is a similar design out there for a furniture company so since then I’ve been looking and I haven’t come across any logo that looks quite similar or unique compared to ours. Many said they like the look and the modern of the design but many said that the logo doesn’t speak about a company selling furniture, and yes I can see why they think that but it’s an easy fix. To change this, the logo will be placed with some information or underneath the logo it will say “Modernist Furniture Specialist” to make sure people understand what the company is about. My opinion is that the logo does give hints of interior design with the “E” looking like shelves or something being stacked but the company wanted something modern and a less is more strategy and I believe that the logo does that.

This task has shown how much work you can do within a day, and also it has given me ideas to for what I want show with the brief “on display”. It has given an insight into work life in the field and how graphic designers and communicators work along clients and their needs.


We had a research and learning lecturer that would give us an insight into the importance of branding and how a brand can create the product to be more successful. The brand we looked at was the famous shoe maker Dr Martins. We were given 3 21st century adverts of the boots and from these ads we had to describe what kind of aims and values, Essence of the company and emotions they aim to the clients.

After looking at these posters we can see that Dr Martens like focusing on their heritage by adding retro into the mix such as the clothing, Arcade, Bowling and a Triumph Herald a typical 60s cheap runner.  But also all of the models are looking suspicious and rebellious like leaning against the machines and standing on tables which also brings the image of the bad characters which adopted the boots back in the 60s. But with all this retro look there are 21s century clues such as #FIRSTANDFOREVER this a brand technique which targets the new customers and also first and forever gives an image of an establishment, durable and also the idea that they haven’t changed how they make the boots and the styles are same as what they were back in the past.

Another great branding technique is they target both audiences the old and the young because back in the day many parents were buying these boots and now they have grown older they don’t wear them so Dr Martens they have started to ask for peoples experiences of wearing these boots. As more older generations remember and share their experience this targets the new generations which creates a dual market and using customers to sell their boots.

This lecturer taught me the importance of realising the product you are trying to brand because with more knowledge of the company and clients the more ideas and strategies you can do to make a more successful brand to attract the customers. Also the brand needs to be designed with flexibility in mind because the customers and generations consistently evolve over time. Dr Martens has seen the evolutions and managed their brand to change and target the new generations.

100 Ideas conclusion

We concluded the 100 idea project by analysing each others work through the dot strategy. This worked by having three blue stickers and 3 orange stickers. The blue stickers were used if you thought a logo was professionally made and the orange stickers were used if you like the logo or though it showed the personality of the designer.

With about 3,000+ logos all over the floor of the studio I was pleased to see that people liked my logos by placing orange stickers and one or two blue ones. I was pleased to see the reaction of the analysis because the logos that were chosen were the ones I liked and thought that they would look good as my logos.

These three logos were the most praised by my fellow class mates. The first design is quite personal to me because back home on the plac with my house name it has a etching of a tree and a rising sun with the house name Bro Mebyd which means childhood home. So I wanted to change the etching into a more minimal and one stroke drawing which creates a modern tone to the image.

The second design is a more action filled motorsport designed logo because my hobbies include rallying and working on classic cars. This logo also represents Griffiths Graphics instead of my first name. The shapes are drawn to replicate a G and also it gives an image of action and accuracy.

3rd logo is quite unique but also any Harry Potter fan would recognize. In the last film there is a symbol for a deathly hallows which consisted of a line a triangle and a circle, so I decided to create a similar idea but using a pencil, a laptop and a computer mouse and this is what came of it.


Out of three I prefer the motorsport and the minimal tree because both show my personality and both show a modern design. But also I had many other favourite logos such as these:

Reason I like these design ideas is because all 4 of them are designed using shapes which makes them quite unique and also modern.  Also it makes the clients think because by using the shapes you can create an image of a B and a G (Benjamin Griffiths).

This task has taught me many new strategies and has showed me that if I do more ideas it helps you to discover new and more exciting ideas. It has also made me realise that I should explore more fields and learn new things by reading various articles and books which will make me get more ideas and expand my knowledge of ideas.





Our first brief for second year was to have 100 ideas for mark/logo for ourselves to put on a portfolio. The logo needed to represent you and what you represent when designing. Before putting my ideas down I thought about things that could show my personality and what I represent when designing. After deciding that I wanted to show modern or minimal style to design in my logo I started to put ideas down. To start the ideas came quick but when reaching 20 ideas it got more difficult.  For my logo I wanted to show my initials BG or G for my surname so after many evolutions of my initials and using shapes to create unique, modern and minimal styles of my initials I reached 100.

The task was set or a week so within the week we had a tutor group were we get feedback on our logos. I had very useful feedback from my group and tutor, we discussed many of my ideas and had many compliments on how I used shapes or negative space to create logos. But one thing we discussed that most of my logo didn’t show a lot about my personality and they told me to try to experiment with visual images instead of initials.

I moved on to draw some visuals that represent myself and to do this I added hints or symbols that represent Wales/Welsh because I come from a strong welsh family. I did some research on Welsh Celts and the symbols they used. While looking through I found a celtic symbol which was called the Triskelion.


The meaning of Triskelion is considered to be a symbol of progress, personal growth and improvement because it looks like it is moving and in that sense shows the idea of progress and improvement. With further research I also discovered that the spiral itself I a symbol and it’s meaning is new life. All these meanings do describe me and design. A designer improves things and makes progress for companies and makes them grow but also, myself with more knowledge in University will make me gain more personal growth in the knowledge of Graphic design and I always try to improve my work which leads to my progression I the field. The spiral also symbolises design and me because graphic designers can release new life on a logo/brand when redesigning for companies but also the spiral can show something about me such as having a Kidney Transplant is like having a new release of life and going to university is giving me a new vision into design.

Throughout the process of coming up with 100 ideas it has given me a new insight into how I should start every design project because usually I would do 10-15 designs and go with one of them but by sketching 100 ideas you come up with more variety of designs and with more ideas you get a better chance of getting a more successful design in the end of the process. Also by designing a logo that had to show your personality it has show how important it is to get to know your audience or client when designing because after more thorough research into welsh heritage I found the information about the Celtic symbols. Getting to know your client and brooding your knowledge will make it easier to get to 100 ideas.